IDOC actively shares industry-focused articles, blog posts, podcasts, videos and other thought leadership with our members and other optometric practitioners. Below, you will find links to our growing library of educational materials and multi-media assets written and created by IDOC's team of seasoned industry experts.
Maddie Langston | 1/23/2018

Optometrists in private practice sometimes fail to offer a clear reason why someone should choose them for their vision care over competitors - on their websites or in other marketing collateral – sometimes when you try to market to everyone, you fail to capture anyone.

What do you offer that is useful to patients which others aren’t in your area? Marketers will work through what’s called a SWOT analysis – strengths, weaknesses, opportunities and threats – to identify key differentiators to use in outbound marketing to attract new customers.

Many optometrists in private practice identify great customer service as the key reason they’re the top choice in their market. “Superior customer service” will fail to resonate if you can’t demonstrate it in action, either through reviews or marketing which proves it. Even then, superior customer service may not be unique to your practice in your area – your competitors may offer “personalized care” as you do, so it’s better to think through specifics.

Here is a short list of specifics – each one, all by itself, may be enough to create a compelling differentiator for prospective patients/customers.

  • Same day turnaround time for glasses
  • Evening and weekend hours
  • Hard to fit contact lens specialists
  • High end fashion in a hip setting, customized eyewear for your face
  • Medicaid accepted
  • Pediatric exams and children friendly waiting area
  • Vision plan expert on staff to help you maximize your savings

Here are some examples of calls to action using these specifics:

  • Bring the kids – we specialize in pediatric eye exams and a fun experience!
  • Confused about your vision plan? We offer guidance to help you maximize your savings!
  • Quick and convenient – open weeknights and Saturdays to accommodate your schedule.
  • Contact lens expertise – feel and see your best! We specialize in hard to fit cases.
  • Medicaid accepted – budget friendly, quality eyewear available.

Review your website and marketing collateral to ensure these types of specific differentiators are clearly being communicated to potential patients.  Identify target markets and give them specific reasons you’re the best choice for vision care!

Maddie Langston
Associate Director, Marketing Services
Maddie Langston brings extensive experience in marketing and sales administration and has developed strategies and platforms to drive sales for organizations in the fitness and business services industries. Most recently, Maddie developed marketing programs for a national network of independently owned auto repair service centers. This is where she developed her passion for partnering with small business owners to help them compete with franchises and big box retail chains. Maddie earned a Bachelor of Arts degree from Liberty University. She is excited to be a part of the IDOC team, and to help you utilize marketing to brand your practice, retain patients, and drive new patients to you.
Trending Blogs

8/5/2022 | Author: Steve Vargo

As I type this, the news is dominated by concerns over the economy, including unease around inflation and a looming recession. This has practice owners understandably concerned and asking, “What should I expect, and how can I prepare?”

I’m not an economist, and I... Read more

7/22/2022 | Author: Nathan Hayes

Do you worry that your staff aren’t consistently doing the little things in your practice? Do you lose sleep because you just ‘don’t know’ what’s happening outside your lane?  Do you struggle to find the time to oversee things?

Let me suggest that... Read more

7/15/2022 | Author: Amy Alvarez

I think I would be hard pressed to find an independent practice owner who doesn’t understand the power that marketing has on their ability to attract patients to their practice. Keeping patients, new and existing, visiting the practice is an important part of a successful... Read more

7/8/2022 | Author: Lana Greene

I have never spoken to a practice with a zero patient-owned-frame (POF) percentage. I encourage practices to strive for less than 25% POF percentage at a minimum, and less than 15% for the best-in-class. You may see a slight increase year-over-year, which will happen when you sell quality... Read more

5/19/2022 | Author: Steve Vargo

As research for launching a new service called IDOC Specialty Services, I interviewed several industry experts of various specialties. At the end of each call, I asked everyone the same question: “What prevents more ODs from succeeding with a specialty?”

Their answers were insightful.... Read more

5/3/2022 | Author: Amy Alvarez

The pandemic has caused many changes in private practice, affecting everything from the way we see our patients to what we expect from our employees. Although some of these changes serve us well, others may feel like a barrier. While attendance issues are not new... Read more

4/15/2022 | Author: Lana Greene

Do you ever wonder if the same amount of effort goes into selling eyeglass frames vs. selling lenses and treatment options? I certainly do. Speaking from experience as an optician, I remember always being so excited when new lens technology was released. I couldn’t wait to fit our... Read more

4/8/2022 | Author: Steven Festa

Alright, I will come clean on something very few people knew about outside my family.  I’m OK with sharing this with the world now as it helps prove a point about the importance of being present in local searches.

Ever since COVID started, my wonderful wife had started... Read more

4/4/2022 | Author: Jelissa Brooks

Expanding your staff is an exciting step in independent practice growth. If you’ve recently added a new OD to your practice, get the word out to your audience through social media!

Promoting a new associate OD through your social media channels is an effective strategy in... Read more

3/15/2022 | Author: Nathan Hayes

In case you haven’t noticed, the Consumer Price Index was up 7.5% in January, as compared to 2021. In short, this means that a basket of goods like food, energy, and other consumer goods cost 7.5% more in 2022 than the year before.

Practice owners feel the squeeze in multiple... Read more

© 2022 IDOC. All Rights Reserved